Marketing Communications A Brand Narrative Approach

Name: Marketing Communications A Brand Narrative Approach
Price: 8.79 USD
Availability: InStock
ISBN: 9780470319925

ISBN-10: 0470319925

ISBN-13: 9780470319925

Edition: 2009

Authors: Micael Dahlen, Fredrik Lange, Terry Smith

List price: $77.95

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Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.

Book details

List price: $77.95
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/21/2009
Binding: Paperback
Pages: 608
Size: 7.46" wide x 9.65" long x 1.06" tall
Weight: 2.530
Language: English

Terry Smith is a Distinguished Research Professor at DePauw College of Law.




Fundamentals of Marketing Communications



An Introduction to Marketing Communications



The Consumer and the Decision-Making Process



The Marketer and the Decision-Making Process



Communication Objectives and Target Audience



Communication Objectives



Target Audience Responses



Strategic Target Audience Analysis



Tactical Target Audience Analysis



Brand Positioning and Communication



Brands



Strategic Positioning



Tactical positioning



Tactical Advertising Execution



Creative Ad Execution



Not -for-profit organizations and PR



Media



Media Planning/Scheduling



Media choice



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